1. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Chapter 14 Communications and the Promotional Mix

2. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G The Basic Model of Communications Figure 14.1 The communications process.

3. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Five Promotional Mix Elements Advertising Personal selling (sales) Sales promotion Merchandising Public relations and publicity

4. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G The Difference between Explicit and Implicit Communications Explicit communications: definite messages given to customers through the use of language, either oral or written Implicit communications: promotional cues or messages conveyed through body language or by another nonverbal means

5. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Three Principal Goals of Promotion To inform To persuade To remind RIP acronym = Remind - Inform - Persuade

6. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Figure 14.7 Goals of promotion and buying process stages. (Adapted from The Tourism System, fifth edition by Robert Christie Mill and Alastair M. Morrison. Copyright © 2006 Kendall/Hunt Publishing Company. Used with permission)

7. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Definitions of Individual Promotional Mix Elements Advertising: Any paid form of non- personal presentation of ideas, goods, or services by an identified sponsor Personal selling: Oral conversations, either by telephone or face-to-face, between salespersons and prospective customers

8. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Sales promotion: Approaches other than advertising, personal selling, and public relations and publicity where customers are given a short-term inducement to make an immediate purchase Merchandising: Materials used in-house to stimulate sales Definitions of Individual Promotional Mix Elements (continued)

9. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Public relations: All the activities that a hospitality and travel organization engages in to maintain or improve its relationship with other organizations and individuals Publicity: One public relations technique that involves nonpaid communication of information about an organization’s services Definitions of Individual Promotional Mix Elements (continued)

10. Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. H O S P I T A L I T Y & T R A V E L M A R K E T I N G & T R A V E L M A R K E T I N G Figure 14.14 Summary of the advantages and disadvantages of the five promotional mix elements.